OnePlus told TechCrunch that it will no longer launch new products in Europe and North America, marking a major shift in its regional strategy. The company said “all users’ rights and interests, including after-sales support and software updates, will remain fully guaranteed.” However, it added that the OnePlus Community website will shut down for affected users on Aug. 16.
“Community content will no longer be publicly accessible,” OnePlus said. “If you would like to keep copies of your posts, comments, photos, guides, or other contributions, please save them manually before that date.”
OnePlus cited a “proactive global strategy adjustment” for the move. According to PCMag, the company’s exit had been anticipated for some time amid rumors and a series of personnel changes.
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A Bloomberg report said the Android phone maker plans to wind down its North American and European operations this week. The report cited a source saying that OnePlus’ shuttering of its U.S. and European shops is part of a corporate rejig at parent company Oppo. It also said that the company will wind down its operations in India, its largest market outside China.
OnePlus is also replacing its OxygenOS with parent company Oppo’s ColorOS. When ColorOS 17 is released later this year, eligible OnePlus devices in North America and Europe will have the option to “voluntarily update,” OnePlus says. “Legacy models that are not eligible for this specific upgrade will continue to receive software maintenance.”
According to analytic firms like IDC and Counterpoints, smartphone shipments are going to decline by more than 13% in 2026 due to a limited supply of memory chips.
A report by Counterpoint said that Oppo faced a double-digit shipment decline year-over-year for the second quarter of 2026. There was also a “softness across most of its key markets because of weak demand.”
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Oppo plans to continue operating OnePlus in China, and sell Realme phones abroad in areas like the Nordic region where it has proved successful, according to Bloomberg. Counterpoint said that the company’s shipments to other companies have dwindled in the last year. It also mentioned that its shipment shares to the U.S. dropped below 1% last year.
“OnePlus built its name as the ‘flagship killer’ — high-end specs, mid-range price, and aggressive global expansion. That growth era’s over. The company is now doubling down on China and retreating from the rest of the world,” Counterpoint’s senior research analyst Maurice Klaehne told TechCrunch.